# Luxe Tech-Infused Fashion Collaborations Chanel and Farfetch are Creating a New Retail Environment By Ell Smith | Published 2018-02-20 | Tech Source: Trend Hunter, https://www.trendhunter.com/trends/chanel-and-farfetch References: [hypebae](https://hypebae.com/2018/2/chanel-farfetch-partnership-augmented-reality-shopping-experience) & [ft](https://www.ft.com/content/b7dafa04-1330-11e8-8cb6-b9ccc4c4dbbb) Luxury beauty brands are continuing to find ways to appeal to a Millennial consumer, which is why [Chanel](https://www.trendhunter.com/trends/factory-5) and [Farfetch](https://www.trendhunter.com/trends/farfetch) have partnered, to offer consumers a [unique online shopping experience](https://www.trendhunter.com/trends/willy-chavarria1) that features elements of augmented reality. The two brands are collaborating to present consumers with a retail environment that combines both the digital and physical shopping world. Chanel's Fashion President Bruno Pavolsky stated that "We are confident that Farfetch’s innovative technology will help us develop an even more outstanding customer journey by combining a great e-service offering with a genuine CHANEL boutique experience.” This unique partnership hopes to revolutionize the online shopping experience, while helping expensive luxury brands stay relevant to a more contemporary consumer. Image Credit: Karl Lagerfeld ## Trend Insights (Trend Hunter) - Score: 3.8/10 - Popularity: 44% | Activity: 63% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Tech](https://www.trendhunter.com/tech) ## Key Themes ### What Makes This Trend Stand Out - **Augmented Reality in Luxury Retail:** The collaboration between Chanel and Farfetch is showcasing how augmented reality can enhance the online shopping experience for luxury consumers. - **Blending Physical and Digital Retail:** By combining the digital and physical shopping worlds, Chanel and Farfetch are creating a new retail environment that caters to the needs and preferences of modern consumers. - **Enhanced Customer Journey in Luxury Shopping:** Through the use of innovative technology, Chanel and Farfetch aim to create an exceptional customer journey that merges e-service convenience with the authentic experience of a CHANEL boutique. ### Sectors Adopting This - **Luxury Beauty:** Luxury beauty brands are finding new ways to appeal to Millennials by incorporating technology and immersive experiences into their products and services. - **E-commerce:** The collaboration between Chanel and Farfetch showcases the potential for innovation in the e-commerce industry, particularly in the luxury segment. - **Fashion Retail:** The partnership between Chanel and Farfetch presents an opportunity for disruptive innovation in the fashion retail sector, as it combines physical and digital elements to create a unique shopping experience. ## Related on Trend Hunter - [Luxury Airport Pop-Ups](https://www.trendhunter.com/trends/factory-5.md) - [Luxury AR Packaging Solutions](https://www.trendhunter.com/trends/mytheresa-ar.md) - [Luxury Handbag Social Integrations](https://www.trendhunter.com/trends/prada-and-miu-miu.md) - [Luxury Beauty Houses](https://www.trendhunter.com/trends/house-of-beauty.md) - [Multi-Brand Virtual Malls](https://www.trendhunter.com/trends/virtual-mall.md) - [Luxury Retail Expansions](https://www.trendhunter.com/trends/yorkdale-shopping-center.md) - [Luxury Seasonal Retail Interiors](https://www.trendhunter.com/trends/seasonal-boutique-in-sainttropez.md) - [Virtual Beauty-Focused Stores](https://www.trendhunter.com/trends/world-of-beauty.md) - [Shoppable Luxury Fashion Films](https://www.trendhunter.com/trends/fashion-film1.md)